Brand culture makes the brand become a corporate belief visit to the China Textile Industry Association Vice President Yang Donghui Wen / reporter Yuan Hua's long-term development strategy, the corporate culture construction as an improvement of the company's international competitiveness, enhance the company's development vitality and the success or failure of the company The major events are to be grasped, there are plans and initiatives, and the corporate culture atmosphere agreed upon by the company is initially formed. I is people-oriented. The company focuses on improving the quality of employees, promoting the overall development of employees and the realization of self-worth, and creating combat and creativity. The enterprise team provides talent support and human resource protection for enterprise development. The third is to adhere to innovation, inheritance and development, carefully refine the entrepreneurial spirit and values ​​that are compatible with the socialist market economy and corporate development strategy, and continuously enrich the corporate culture. The purpose of implementing China's textile brand strategy is to promote industrial upgrading, and to make China's textile industry move from producing countries and manufacturing countries to branding countries with independent intellectual property rights. In July of this year, China Textile Industry Association II decided to launch “China Textile Top Ten Brand Culture Promotion Activities†in China's textile industry. The journal interviewed Yang Donghui, vice president of China Textile Industry Association and chairman of China Household Textile Industry Association, on issues such as brand culture and brand building.
Oriental corporate culture: When it comes to brand culture, people will think of corporate culture. Please talk about the relationship between brand culture and corporate culture.
Yang Donghui: There are differences between the two concepts of corporate culture and brand culture. However, there is a very close relationship between the two, so the summary of corporate culture also applies to sub-brand culture.
At the “T-China China Textile Enterprise Culture Summit Forum†held by the China Textile Association in 2004, I summarized the experience of 60 “China Textile Enterprise Culture Construction Famous Enterprises†commended at the meeting: First, the height of the leadership team Paying attention to the construction of corporate culture, focusing on the culvert I, the fourth is to pay attention to the system construction, the corporate values ​​and corporate concepts are fixed and standardized by the enterprise system, integrated into the business management of the enterprise, and become the employee's code of conduct. The production and operation center serves the overall situation of enterprise reform, development and stability. It combines corporate culture construction with enterprise ideological and political work and spiritual civilization construction, promotes each other, forms synergy, and promotes the deepening and development of corporate culture.
Of course, these are just the general conditions for building a viable brand culture. In addition, the brand culture has its own special conditions.
Oriental corporate culture: Then, in addition to the above summaries, companies should pay attention to those aspects when building brand culture. Yang Donghui: To some extent, corporate culture is mainly reflected in the common values ​​within the company, and the brand Culture is the extension of corporate culture. It is the resonance of the value formed between enterprises and consumers in the process of exchange and use. It is formed by the interaction between enterprises and consumers.
From the perspective of the enterprise, the formation of brand value is the result of corporate brand strategy management and strategy implementation. This process includes a series of activities such as brand positioning, brand information and brand communication. From the perspective of the market, the formation of brand value is the perception and recognition of the market's brand communication behavior. Therefore, the company is only the owner of product ownership and brand ownership, and the degree of brand perception and recognition belongs to the customer. For example, the difference in clothing brands is different in the psychological feelings of consumers, and clothing is the carrier of their own personality and image for consumers. Consumer brand consumption, the essence of which is cultural consumption, is the consumption of personal psychology. It is the brand perception and recognition level that determines the brand value. Because the customer's recognition and loyalty to the brand makes the brand assets accumulate, and gradually becomes a brand based on the preference of the majority of stakeholders, that is, an orderly The brand communication management process shapes the cultural connotation of the brand and ultimately condenses into brand value. This feature of the brand makes it difficult or impossible to do it by administrative means. Only through the construction of the brand culture can we communicate with consumers and gain recognition and resonance from consumers.
Eastern corporate culture: Then you can talk about how China's textile enterprises can take their own brand roads, Yang Donghui: Building a brand culture is a long-term and arduous process. How to take a good brand path requires quality and management. We work hard on all aspects of design, but this does not mean that we must build a road to our own brand. We must also cross the river by feeling the stones. We can also learn from many successful brands abroad. A very effective way is to use OEM production, that is, OEM. For OEMs, there are many people in the academic circles and the government who have a negative attitude.
In fact, OEM is not the end of our brand, but a step that we can see from the product brand.
The advantage of OEM is that the company can obtain quality improvement in enterprise management and enterprise specification while producing products. For example, some textile companies undertake orders of tens of millions of dollars, which not only enables them to achieve rapid increase in manufacturing capacity, but also accelerates the accumulation of enterprise strength, which invisibly narrows the gap between the management and operation of enterprises and world-class enterprises.
In our contact with companies, many companies have stated that they can learn design and management knowledge for multinational companies. This is how much it costs and can't be bought. If you rely on your own groping, you may have to take a long detour. After relying on OEM production to quickly complete the original accumulation of funds, some enterprises have transformed and embarked on the development path of their own brands in order to seek greater profits.
Eastern corporate culture: After the company has accumulated enough experience through OEM and other means, what issues should we pay attention to in our own brand? Yang Donghui: In the long run, the brand is still a trend. Through the processing and production of famous brands in the world, we have accumulated valuable experience and created conditions for creating our own national brand. Our brand can not fall behind the trend of the world, and can not be separated from the inherent blood of the Chinese nation. This is a difficult problem in front of its own brand enterprises.
When choosing the brand of your own, the huge investment is a problem that managers are embarrassed.
First of all, the creation of a brand must have input, the most typical is advertising investment. For companies, if there is too little money allocated for the necessary investment in brands including advertising, it is certainly impossible to make a brand. By the way, China has set different pre-tax deduction rates for different advertising expenses for different industries. For example, medicines and cosmetics can have a maximum deduction of 8%, and the textile industry is 2%. I think this ratio is not reasonable. We are also negotiating with relevant departments to strive for 8% of the treatment, and to create a fairer brand environment for textile companies. This is something our industry associations must work hard.
Secondly, textile is a product heterogeneous industry, and its consumers can be almost infinitely subdivided, which means that as long as the strategy is correct, textile companies do not necessarily need to invest heavily in creating a brand.
When a company wants to be a brand, there are several situations: one is to consciously make its own characteristics when the product is created, and the other layer itself pays attention to studying and learning about the brand, so that you can borrow later. Maintaining the brand with relatively little investment; there is also a product that doesn't make a difference at the beginning. When you want to make a brand, you have to find a way to find out the features. It is undeniable that some textile enterprises are still in the initial stage of creating brands. Business leaders do not understand the connotation of brand culture. Some enterprises have a business philosophy of "no one has one, one has me and one is cheap". As a brand culture; there are also companies that how to stand, how to sit, how to respond to customer inquiries, such operational requirements as a brand culture to promote. Such companies need experts, such as brand planning experts, marketing experts, etc. to introduce corporate culture norms.
In short, the brand of Chinese textile enterprises is still very long. Only when the concept of the brand has completely penetrated into the blood of the enterprise, and even finally raised the height of faith, a trend that never lags behind the world, and does not leave us. The brand of the inherent blood of the Chinese nation can be born. This is not only the dream of the enterprise, but also the dream of the industry, and it is also the dream of China.
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